Social Media Marketing

Theories and Applications
2. Auflage 2018
ISBN: 978-1-4739-8234-5
Verlag: SAGE Publications Ltd

Buch, Englisch, 296 Seiten, Paperback, Format (B × H): 191 mm x 235 mm, Gewicht: 557 g

The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.

It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing.

The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).

Online resources for this book are available here

Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.

Autoren/Hrsg.

Dahl, Stephan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part I: Understanding Actors in Social Media Marketing
Chapter 1: Consumer Tribes and Communities
Chapter 2: Users and Co-creation of Value
Chapter 3: Brand and Anthropomorphic Marketing
Part II: Understanding Platforms in Social Media Marketing
Chapter 4: Traditional Social Media Platforms
Chapter 5: Gaming and Hybrid Platforms
Chapter 6: Mobile and Location-Based Platforms
Part III: Understanding Content in Social Media Marketing
Chapter 7: Persuasiveness
Chapter 8: Engagement
Chapter 9: Electronic Word of Mouth (eWOM)
Part IV: Understanding Context in Social Media Marketing
Chapter 10: Measurement, Metrics and Analytics
Chapter 11: Cross-Cultural Aspects and Implications
Chapter 12: Privacy, Ethical and Legal Issues
Afterword: Where Next for Social Media Marketing?

Über Autor(innen)

Dahl, Stephan
Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia.
His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East.
He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).